Too many awards, too little merit: How the rise of popularity contests is devaluing recognition

There was a time when awards were hard-won tokens of achievement and merit, given only to those whose accomplishments set them apart. They signified exceptional talent, dedication, or groundbreaking success in fields ranging from the arts to sciences, sports to business, humanitarian to enterprise. Receiving an award meant you had reached the pinnacle of your craft.?

But somehow, today, we find ourselves bombarded with award announcements, voting links, and self-nominated honorees from all directions. As the number of award ceremonies multiplies, the value of recognition has unfortunately diminished.

The rise of PR-fueled award ceremonies

In recent years, awards have become a staple for? corporate and personal branding maneuvers. Companies and individuals often seek awards not to honor real achievement but to bolster their visibility and reputation. PR firms recognize that awards are a powerful marketing tool—placing a shiny trophy in the hands of a CEO or a brand not only elevates their credibility but also generates positive publicity. This shift has given rise to awards that are less about true merit and more about optics.

The problem arises when these accolades turn into outright popularity contests. Rather than a panel of experts deciding on merit, many of today’s awards rely on public voting, often through social media or SMS. In some cases, organizers even encourage people to vote multiple times—transforming what should be a meritocratic system into one that merely measures the enthusiasm (and wallet) of the nominee's network. In this new landscape, those with larger online followings or deeper pockets have an advantage, allowing them to buy or crowdsource votes that may have little to do with genuine excellence.

A flood of categories, a dearth of meaning

One of the ways award shows have sought to expand is by creating increasingly niche categories. What began as broad recognitions of achievement has evolved into awards for hyper-specific skills and subcategories that sometimes border on the absurd. Categories like "Best Social Media Presence by a Mid-Sized Food establishment , bigger than a kibandaski but lesser than a restaurant." or "Most Promising Young Influencer in Dancing Tik Tok Videos " reveal the drive to ensure everyone can find a space to win, but they also dilute the meaning of these honors. By offering an award for every conceivable subcategory, organizers ensure a wide pool of participants—and potential sponsors—while stripping awards of the prestige they once carried.

This proliferation isn’t limited to niche fields. In virtually every industry, there is an explosion of award categories, with some organizations now hosting awards in over 50 categories per year. While this growth may be good for business, it fails to differentiate those who have truly excelled from the rest of the pack. If everyone is recognized as "the best" in something, no one truly stands out.

The Pay-to-Play Model: When Awards Are for Sale

A disturbing trend in the world of awards is the “pay-to-play” model, where a nominee can essentially purchase their recognition. Many organizations now charge application fees, often quite steep, for companies or individuals to submit their nominations. These fees purportedly cover administrative costs, but they also create barriers that have nothing to do with merit. More alarmingly, some awards openly offer "VIP" nomination packages, which can include more exposure or even guaranteed wins in exchange for higher fees. This pay-to-win dynamic undermines the integrity of the awards and raises ethical questions about their legitimacy.

These practices not only devalue the recognition given but also disadvantage those who may be deserving but cannot afford the nomination fees. In a sense, awards have become more accessible to those who can pay rather than those who have genuinely achieved something remarkable. This transformation further separates the idea of an award from its roots in meritocracy and recognition of hard work.

Voting at a premium: When your support becomes a revenue stream

Another troubling development in awards culture is the monetization of the voting process. Increasingly, awards organizers charge fans to vote for their favorite nominee, typically through premium SMS rates or app-based payments. Each vote costs a small fee, turning what should be a measure of public support into a revenue-generating scheme. This model takes advantage of loyal friends, family members, or fans who genuinely want to see their favourite person or brand succeed.

These voting fees create a scenario where winning becomes less about merit and more about financial support. This system may help organizers cover costs and turn a profit, but it reduces the voting process to a financial transaction, where the winner is often the nominee with the deepest-pocketed supporters. Rather than awarding the best or most deserving, this approach rewards those who can mobilize a network willing to spend.

In a world where everyone is “Special,” nobody really is

The current wave of awards culture is arguably a symptom of a broader societal trend. We live in a time where participation trophies are the norm, and everyone is told they can and should be recognized for their unique contribution. While this impulse is understandable and may seem supportive, it risks devaluing achievement on a broader scale. If every individual or brand is labeled as “award-winning,” then the term loses its weight, and society’s perception of true excellence is weakened.

Awards, when used sparingly and strategically, serve to inspire and motivate individuals to reach new heights. They show the world what it means to be exceptional.

Conclusion: Restoring the value of genuine recognition

Awards have a powerful role in society, but for them to matter, they must return to their roots. We need a system that recognizes excellence based on objective criteria, peer review, and true merit rather than popularity, PR, or payment. Awards should inspire, honoring the few who set a new standard rather than catering to the many who wish to boost their personal or professional brand.

If we do not stem the tide of over-commercialized, popularity-driven, and pay-to-win awards, the entire system risks collapsing under its own weight, leaving behind a landscape where genuine achievement goes unrecognized. Awards should be rare, meaningful, and rooted in authenticity. When we bring the focus back to true merit, awards can once again inspire greatness and set a high bar for the rest of society to follow.

But if we continue down the current path, where awards are handed out like confetti, we risk losing their significance altogether. In a world where everyone is recognized, nobody truly stands out.

When not running 360 Group, or offering Communication Consultancy for institutions, Sissey is simply an observer of life, a teller of stories and a questioner of rationality.